Josephine Skriver for MAC Holiday 2012 Glamour Daze Campaign

MAC Cosmetics has launched a global search for six fresh faces to star in its Autumn 2015 make-up collection, and they are using social media to do so .

The new project, titled ‘MACnificent Me‘ invites potential campaign star candidates to submit their ‘mantra’ to the MAC Cosmetics in 140 characters or less. The would-be MAC faces are then requested to share this mantra to their social media, including Twitter, Instagram, Pinterest and Facebook.

MAC insist that the new competition is not a popularity contest, but that the more likes and shares a post receives the more that person will be noticed: “it will definitely help you grab our attention — which is never a bad thing when it comes time to make our final decisions.“

Though essentially a modelling contest, MACnificent Me differs from the norm in that winning, isn’t just down to how you look: according to the brand’s creative director James Gager, this is “about heart, it’s about soul, and it’s about being better than you thought you could be.“

According to the official rules, judging will be 30% based on appearance, 30% on the creativity of your mantra, with a further 40% based on your experession of personality in the statement.

The six winners will be shot by a “prestigious fashion photographer” and appear in MAC’s new campaign for Fall 2015 – joining a prestigious list of previous MAC faces including Lorde, Miley Cyrus, Brooke Sheilds, Sharon and Kelly Osbourne and even Marge Simpson.

Brooke Shields for MAC

This is the first of many similar competitions that have popped up over recent months – with Marc by Marc Jacobs and DKNY all launching nearly identical concepts. However, MAC are actually the pioneer of the shrewd marketing ploy to utilise the Internet to create buzz and interest – back in 2011 it launched a similar scheme with its ‘MAC Me Over’ campaign.

Kelly & Sharon Osborne for MAC

With the modelling landscape varying more and more each season – just look at the work of 86-year-old supermodel Daphne Selfe and the new celebrity faces of beauty brands including Helen Mirren, Charlotte Rampling and Jessica Lange – we’d love to see this trend continue.

MAC Viva Glam Rihanna II Collection for Fall 2014

The new ‘MACnificent Me’ campaign casting has just started, so make sure to sign up by December 12th before it ends… 😉